Be Open to ChangeThe dashboard scratches the surface, it’s time to dig deeper.The open rate tool tells you how many recipients opened and read your mail. An email-by-email evaluation is your best bet.If
your open rate falls short, go back and do a postmortem of
underperforming emails. Divide your contact list in half or into thirds.
Send out your next email at different times of day to these groups and
gauge which one yields the best results.

Over-the-Top or Under the Radar?Email
marketing is a stricter baseball hitting count; TWO strikes and you’re
out. Your first swing and miss was the unopened mail. Strike two is
opt-outs.Are
you sending your email too often? If bombarded enough, people feel as
if their inbox is the landfill of the web. You also don’t want to
disappear for months at a time and then abruptly ask to crash on their inbox
couch.Send
out a survey polling recipients on their desired frequency of mailings.
Take another look at your opt-in language. What tone of frequency did
you establish on this successful form? What kind of content did you
promise? Make sure the pitch matches your product.Cash in the Chips You've WONWhile trying to remedy any failures of your email campaign, don’t neglect to capitalize on the successes.Reach
out to your regulars, recipients who consistently opened your mailings.
Your reporting tools also offer a click through feature. This tells you
who accessed your website or blog via the mailing.Your message resonated with these recipients. Use this appreciation to make a customer out of a contact.In SummationYou’ve
paid for the email campaign service and the collected data. Consider
the reporting tools to be a marketing currency mint. Now make sure you
re-invest it wisely.